PENGARUH BRAND IMAGE, BRAND SATISFACTION, DAN BRAND TRUST TERHADAP BRAND LOYALTY PELANGGAN SEPATU MEREK NIKE

Abstrak

Brand Loyalty is a measure of consumer loyalty to a brand. The factors that can affect brand loyalty include brand image, brand satisfaction, and brand trust. The purpose of this study was to see the effect of the influence of brand image, brand satisfaction, and brand trust on brand loyalty of Nike brand shoes customers in Denpasar City. This research was conducted on customers, a Nike shoe brand that is domiciled in the city of Denpasar who has bought Nike shoes more than twice. The sample size used was 110 respondents with non-probability sampling methods, especially purposive sampling. Data collection was carried out by distributing questionnaires using the google form to online respondents. The data analysis technique used is multiple linear regression analysis. The results showed that (1) brand image has a positive and significant effect on brand loyalty with a significance value of 0.001 (2) brand satisfaction has a positive and significant effect on brand loyalty with a significance value of 0.001 (3) brand trust has no positive and significant effect on brand loyalty. a significance value of 0.532. Based on the results of this study, it can add evidence related to research variables that can assess the results of previous research.

Keyword: Brand image, Brand satisfaction, Brand trust, Brand loyalty